Momentum Worldwide recently launched We Know Experiences with an exclusive event in New York, which included a thought-provoking panel, bringing together industry leaders and innovators to explore the future of connected consumer experiences.
Connected Consumers is the latest addition to our global research series. The study collected more than 3,000 consumer responses both qualitatively and quantitatively across five countries. It dives deep into the evolving landscape of experiential marketing, offering the third wave of data collected over a decade.
Highlights from the global study include consumers’ willingness to use AI to connect with each other and the world around them as 93% encounter difficulty making a new friend or joining a new community. It found technology is seen as an enabler to connections, with 46% open to an AI or augmented-reality companion that offers advice and companionship.
However, there is caution around technology with 88% saying there is room for advanced technology in their lives if it doesn’t take over and 70% worried human connections will be lost as AI continues to grow. This reflects a deeper implication: With the rise of AI, there’s an increasing desire for genuine human interaction. 66% of people would prefer to remain single than resort to companionship with an AI, highlighting the irreplaceable value of human connection among technological advancements.
Yet consumers identified how brands can help bridge the gap with making real connections. 83% expressed a higher appreciation for brands that promote genuine connections with communities. Brands who foster connections are rewarded; 75% feel a sense of belonging by connecting with fellow fans of the same brand. 80% find brands encouraging consumer connections show they prioritize consumer well-being.
The changing landscape of consumer behavior
The benefits of a study with so much tracking history afford the opportunity to observe and analyze how much the world of experiences has changed. In 2019, consumer behavior was optimistic and fueled with excitement for the future. Fast forward five years, and significant events such as a global pandemic, political unrest, climate change and economic instability have altered consumer attitudes.
As a society, we had already started to lose the meaning of connection, making it more difficult to manage and maintain. Today, we crave more human connection but are met with worry — worry over the fear that human connection will be lost as AI continues to grow, and concern over the toll too much tech will have on both our physical and mental health. With this, 70% of consumers admit they are not adopting the latest tech as soon as it’s released.
Connection as a priority
Consumers are now prioritizing connection over utility. They are not looking for brand experiences just for bragging or showing off; they want experiences that bring them closer together and celebrate being human. Today's consumers are seeking communities that connect them with others, experiences that reinforce a human-first approach and special moments that are worthy and memorable.
Technology has the potential to unite people as a powerful companion, not a replacement for human interactions. AI, VR and mixed reality are tools we can use to enable better connections. Yet, currently, people are feeling lonelier, lost and more disconnected than ever. Adam Cotumaccio, COO, 4A’s featured on the panel and commented exclusively on the findings. “Experiences are vital in our lives, and shared ones are particularly impactful, linking us with friends, family and sometimes strangers. Technology can facilitate connections, but it also risks isolating us by substituting or fabricating genuine interactions. Adversity, love, enjoyment, compassion and laughter form the DNA of an individual's growth. Technology should enhance these elements, not replace them. Finding the right balance is crucial for brands and their experiential marketing strategies."
The evolution of experiences
Since Momentum’s initial We Know Experiences study in 2014, we’ve watched experiences transform from being about social currency to experiences for joy in 2019, and now to experiences for connection.
The global study explored four areas that define connective experiences: community, expression, enrichment and identity and comprise Momentum’s Experiential Helix, the first of its kind in experiential marketing. This helix will play a crucial role in how we design and create experiences for the years to come.
The evolution from social currency to experiences for connection underscores the importance of designing experiences that foster genuine human connections. Brands that understand and embrace this shift will be better positioned to meet the needs of today’s consumers and thrive in the future.
Elena Klau, global chief strategy and product officer, Momentum Worldwide
Establishing Momentum's Strategy and Insights unit, Klau unites all agency talent across strategy, product, measurement and analytics as one seamless global center of excellence, sharing insights and resources for the improvement of all client business, as well as the agency’s growth.
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